{"id":6659,"date":"2016-05-17T10:30:41","date_gmt":"2016-05-17T15:30:41","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=6659"},"modified":"2016-05-17T10:30:41","modified_gmt":"2016-05-17T15:30:41","slug":"how-to-create-e-commerce-emails-that-actually-work","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/how-to-create-e-commerce-emails-that-actually-work\/","title":{"rendered":"How to Create Effective E-commerce Emails that Actually Work"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 10<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p>Social media, SEO, PPC &#8211; there are so many channels to channels to reach your customers, but of all these, email remains the most effective.<\/p>\n<p><a href=\"http:\/\/blog.hubspot.com\/ecommerce\/email-marketing-ecommerce-websites-personalization\">According to HubSpot<\/a>, email drives 2.53% of all e-commerce sales. Social, in contrast, amounts to just 0.22%.<\/p>\n<p>Email also converts much better than nearly every other channel. According to Monetate\u2019s Q1 2015 report, <a href=\"http:\/\/content.monetate.com\/h\/i\/95458575-ecommerce-quarterly-q1-2015\">email has a conversion rate of 2.18%<\/a>. This is higher than search (2.04%) and social media (1.17%) traffic.<\/p>\n<p>This is why in a <a href=\"https:\/\/econsultancy.com\/blog\/64614-email-remains-the-best-digital-channel-for-roi\/\">survey of marketers<\/a>, 68% ranked email as \u2018excellent\u2019 or \u2018good\u2019 for ROI &#8211; far ahead of PPC (54%) or social media (32%).<\/p>\n<p>For e-commerce stores, however, email remains a big challenge. Not only are your customers already bombarded with emails, you also have to stop your emails landing in the dreaded \u2018Promotions\u2019 tab in Gmail, or worse, the spam box.<\/p>\n<p>So in this post, I\u2019m going to show you exactly how you can create powerful, <a href=\"https:\/\/www.invespcro.com\/blog\/31-e-commerce-conversion-rate-optimization-ideas-you-must-try\/\">high-converting e-commerce<\/a> emails that actually deliver results.<\/p>\n<p><strong>The Basics: 6 Essential Ingredients for Successful Email Marketing<\/strong><\/p>\n<p>Before we dive into the details of creating great e-commerce emails, there are a few basic things we need to get out of the way. These 6 core ingredients are essential to creating a compelling email user experience.<\/p>\n<p><strong>1. Compelling subject lines<\/strong><\/p>\n<p><a href=\"http:\/\/www.convinceandconvert.com\/convince-convert\/15-email-statistics-that-are-shaping-the-future\/\">35<\/a>% of recipients will decide whether or not to open an email based on the subject line alone. Get this right and you\u2019ll be halfway to email marketing success.<\/p>\n<p>A few things you can do to improve subject lines:<\/p>\n<ul>\n<li><strong>Use persuasion principles.<\/strong> Invoke scarcity, social proof, authority, etc. to get users to open the email (more on this below).<\/li>\n<li><strong>Personalize subject lines<\/strong>. Research by Experian Marketing Services shows that on average, personalized subject lines have a <a href=\"https:\/\/www.marketingsherpa.com\/article\/chart\/personal-subject-lines\">3% higher open rate<\/a> than non-personalized subject lines.<\/li>\n<li><strong>Be upfront and clear. <\/strong>Your email content should match your subject. Don\u2019t promise something your email body can\u2019t deliver.<\/li>\n<li><strong>Localize subject line. <\/strong>For example, referring the customer\u2019s location, a local weather event, etc. in the subject line will get better open rates.<\/li>\n<\/ul>\n<p><strong>2. Visual content<\/strong><\/p>\n<p>People process visuals <a href=\"http:\/\/blog.hubspot.com\/marketing\/visual-content-marketing-infographic\">60,000 faster than text<\/a>. Given a choice, most of your customers would prefer to watch than to read. This is particularly true for e-commerce where your target is to get customers to click away to your site.<\/p>\n<p>Try to:<\/p>\n<ul>\n<li><strong>Use HTML emails<\/strong>. Most email clients natively display HTML emails, making the case for visually rich, image-heavy HTML emails even stronger.<\/li>\n<li><strong>Show, not tell. <\/strong>If you\u2019re starting a summer sale, design the email to reflect the summer theme.<\/li>\n<\/ul>\n<p><strong>3. Aligning audience expectations with email content<\/strong><\/p>\n<p>If your customers signed up for your newsletter, but you send them only emails with discounts, there is a big mismatch in what your customers expect, and what they actually get.<\/p>\n<p>This is why it\u2019s important to match your emails to your audience expectations.<\/p>\n<p>Use segmentation to segregate customers based on their expectations. For example, customers who signed-up for daily deals alerts should get emails with deals. Customers who signed-up to stay abreast with your company blog, should get email alerts for new blog posts, not daily deals.<\/p>\n<p>Do this and you\u2019ll drastically cut down your unsubscribe rate.<\/p>\n<p><strong>4. Personalized email content<\/strong><\/p>\n<p>Email personalization goes far beyond using the recipient\u2019s name after \u201cHello\u201d. For big wins, you\u2019ll have to personalize offers as well as the email\u2019s content.<\/p>\n<p>For example, if you have an email segment for customers based out of New York, you can send a personalized email with offers relevant to a big local event (such as a local election or weather event).<\/p>\n<p>Another example would be to send a personalized email that recommends products based on the individual customer\u2019s past shopping behavior.<\/p>\n<p>Amazon regularly sends emails like this to customers:<\/p>\n<div class=\"blog_img\"><\/div>\n<div class=\"blog_img\">\n<div class=\"blog_img\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-6675\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/personalized-email-content.jpg\" alt=\"personalized-email-content\" width=\"628\" height=\"413\" \/><\/div>\n<\/div>\n<p>Personalization can also be based on the customer\u2019s on-site behavior. For example, Spotify sends customers personalized emails they frequently listen to:<\/p>\n<div class=\"blog_img\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6678\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/spotify-email.jpg\" alt=\"E-commerce emails\" width=\"541\" height=\"885\" \/><\/div>\n<p>Personalization requires a lot of segmentation, but the returns are worth it. In fact, according to <a href=\"http:\/\/www.aberdeen.com\/research\/4904\/ra-email-marketing\/content.aspx\">research conducted by Aberdeen Group<\/a>, 96% of organizations believe that email <a href=\"https:\/\/www.invespcro.com\/blog\/the-importance-of-personalized-ecommerce-4-examples-of-how-its-done\/\">personalization<\/a> can improve email marketing performance. In terms of hard stats, personalization leads to 14% higher click-throughs and 10% <a href=\"https:\/\/www.invespcro.com\/services\/\">higher conversion rates<\/a>.<\/p>\n<p><strong>5. Mobile optimized emails<\/strong><\/p>\n<p>Anywhere from 15% to 70% of your customers will open your email on their phones. According to data collected by MovableInk, users on some devices, such as iPhones, even convert better than desktop customers.<\/p>\n<p>A <a href=\"https:\/\/www.invespcro.com\/blog\/importance-of-mobile-website-optimization\/\">mobile-optimized<\/a> email experience is now crucial for email marketing success. A few simple tweaks can make your emails easier to open, easier to read, and easier to click (or tap) on small screens.<\/p>\n<p>We\u2019ll look at a few of these design tweaks below.<\/p>\n<p><strong>6. Continuous testing<\/strong><\/p>\n<p>The last, and perhaps the most important ingredient in <a href=\"https:\/\/www.invespcro.com\/blog\/email-marketing-statistics\/\">successful email marketing<\/a> is consistent testing.<\/p>\n<p><a href=\"https:\/\/www.figpii.com\/ab-testing\">A\/B testing<\/a> with emails is easy: create a segment, then send out two versions of a message &#8211; \u201cmessage A\u201d and \u201cmessage B\u201d &#8211; to the segment. Track open rate, click-through rate and conversion rate for each.<\/p>\n<p>A few things you can test immediately are:<\/p>\n<ul>\n<li>Email subject lines<\/li>\n<li>Personalization vs. no personalization<\/li>\n<li>Email copy<\/li>\n<li>HTML vs. plain-text emails<\/li>\n<li>Visual content vs. plain-text content<\/li>\n<li>Buttons vs. text links in copy<\/li>\n<\/ul>\n<p>With this out of the way, let\u2019s now take a look at some actionable tactics to create more compelling e-commerce emails.<\/p>\n<p><strong>Creating Better Emails: 4 Actionable Tips You Can Use Right Now<\/strong><\/p>\n<p>The rules of <a href=\"https:\/\/www.invespcro.com\/\">conversion rate optimization<\/a> apply as much to your emails as they do to your website. Using scarcity tactics, leveraging social proof, creating urgency, etc. are powerful tactics you can use to create better converting emails.<\/p>\n<p>With that in mind, let\u2019s take a look at some <a href=\"https:\/\/www.invespcro.com\/blog\/8-best-kept-secrets-to-fine-tuning-your-e-mail-marketing-campaigns\/\">e-commerce e-mail campaigns<\/a> you can start using right away:<\/p>\n<p><strong>1. Tweak your newsletter<\/strong><\/p>\n<p>Most e-commerce stores have a newsletter of some sort. This newsletter is usually used to pitch new products to customers or tell them about a new blog post or offer.<\/p>\n<p>For many stores, this newsletter is one of the most under utilized parts of their email marketing machine. Open rates tend to be low, often in the sub 15%, and click-through rates are even lower.<\/p>\n<p>Here are a few things you can do immediately to make your newsletters more \u201csticky\u201d:<\/p>\n<p><strong>Don\u2019t surprise your customers with random newsletters<\/strong><\/p>\n<p>Your newsletter should follow a set schedule. If you promise to send an email every day, then customers don\u2019t hear from you in a week, they\u2019ll likely just drag you to the spam box.<\/p>\n<p>Tell your customers about your email schedule right when they sign-up.<\/p>\n<p>For example, MrPorter.com tells customers its newsletter schedule upfront:<\/p>\n<div class=\"blog_img\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6673\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/mrporter-email-newsletter.jpg\" alt=\"ecommerce email newsletter\" width=\"619\" height=\"317\" \/><\/div>\n<p><strong>Set reader expectations from the first email<\/strong><\/p>\n<p>Your first email (i.e. the \u2018Welcome Email\u2019) should set the tone and expectations for your newsletter.<\/p>\n<p>If you promise to send them \u201cfun, informative content\u201d, then follow-up by sending only links to new deals and offers, you\u2019re going to lose subscribers.<\/p>\n<p>Here\u2019s an example from WhippingPost.com. The founder writes the email personally, in an intimate tone, and that sets the expectations for all other emails to follow.<\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6680\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/whippingpost-email.jpg\" alt=\"Set reader expectations from the first email\" width=\"494\" height=\"541\" \/><\/div>\n<p><strong>Mix-up your templates<\/strong><\/p>\n<p>If you\u2019re using a popular email marketing tool such as MailChimp, Aweber, etc., you might be guilty of using one of their default templates for your newsletters.<\/p>\n<p>As good as these templates might be, hundreds of other marketers are using the same templates to reach the same audience as you.<\/p>\n<p>For obvious reasons, your readers might be a bit jaded seeing the same newsletter design repeated across multiple emails.<\/p>\n<p>Try to mix things up by using custom designs &#8211; this will battle \u201cdesign blindness\u201d and get you higher open and click-through rates.<\/p>\n<p><strong>2. Use persuasion tactics<\/strong><\/p>\n<p>All persuasion secrets &#8211; scarcity, social proof, authority, reciprocity, etc. &#8211; apply equally to your emails as they do to your store. Using them in your emails can get your better open rates, more clicks and more conversions.<\/p>\n<p>Let\u2019s take a look at a few examples to see how.<\/p>\n<p><strong>Social proof<\/strong><\/p>\n<p>Have a hot selling product a ton of people love on social media? Then send an email telling people about it.<\/p>\n<p><a href=\"https:\/\/moz.com\/ugc\/how-to-increase-ecommerce-conversion-rates-with-social-proof\">Social proof<\/a> is a powerful persuasion tactic in email marketing. It essentially leverages the \u201cwisdom of the crowd\u201d to tell customers that your product is worth buying.<\/p>\n<p>For example, Petflow sent out the following email to tell customers about a product that sold over 14,000 units (<a href=\"https:\/\/cdn.shopify.com\/s\/files\/1\/0070\/7032\/files\/social-proof-email.png_2014-05-11_23-00-34.jpg?5895\">courtesy of Shopify<\/a>):<\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6676\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/petflow-email.jpg\" alt=\"social proof ecommerce email\" width=\"628\" height=\"573\" \/><\/div>\n<p><strong>Urgency and scarcity incentives<\/strong><\/p>\n<p>Creating a sense of urgency (i.e. limited time) and scarcity (i.e. limited quantity) are two time-tested methods to get people take action on your website.<\/p>\n<p>Except that these incentives work equally well with email as well.<\/p>\n<p><strong>Urgency incentives<\/strong><\/p>\n<p>Take a look at this email from Kate Spade:<\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6679\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/urgency-incentive.jpg\" alt=\"urgency incentive in ecommerce email\" width=\"628\" height=\"832\" \/><\/div>\n<p>By alerting users to a deal that\u2019s about to end, Kate Spade uses urgency incentives to drive action.<\/p>\n<p><strong>Scarcity incentives<\/strong><\/p>\n<p>Telling users that an item they\u2019ve liked or added to their cart is a great way to compel action.<\/p>\n<p>See this email from DoggyLoot as an example:<\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6677\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/scarcity-incentive.jpg\" alt=\"scarcity incentive in ecommerce email\" width=\"471\" height=\"584\" \/><\/div>\n<p>This is a great way to get customers back to your site to finish their purchase.<\/p>\n<p><strong>Leverage authority<\/strong><\/p>\n<p>Have your products been featured in a big blog recently? Do well-known bloggers frequently recommend your products?<\/p>\n<p>Featuring these recommendations in your emails is a great way to increase customers\u2019 trust in your email offers.<\/p>\n<p>Here\u2019s an example from Vera Bradley handbags:<\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6671\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Leverage-authority-email.jpg\" alt=\"increase customer trust in ecommerce email\" width=\"386\" height=\"592\" \/><\/div>\n<p>The email uses the familiar \u201cAs Seen In\u201d format, showcasing its products that are frequently featured by top fashion bloggers.<\/p>\n<p><strong>3. Help customers buy<\/strong><\/p>\n<p>Your customers want help with their purchases. If they bought a jacket from your store, they want to know how to pair it with other clothes. If they bought a leather bag, they want to know how to better take care of the leather.<\/p>\n<p>Creating content that helps such customers &#8211; a staple of B2B content marketing &#8211; can be extremely effective in an email campaign.<\/p>\n<p>Here\u2019s one example from WhippingPost. After buying a leather product, the customer gets an email with a short message on how to keep the leather in top-notch condition. There\u2019s a subtle plug for a product as well:<\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6681\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/whipping-post-email.jpg\" alt=\"help customers in ecommerce email\" width=\"627\" height=\"549\" \/><\/div>\n<p>For a content-focused email that helps customers, check out this email from MrPorter:<\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6672\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/mrporter-email.jpg\" alt=\"content focused ecommerce email\" width=\"461\" height=\"490\" \/><\/div>\n<p>Ideally, you should segment your audience and send highly personalized emails to every customer. For example, if you know that a customer recently bought a leather jacket, you can send him an email with a link to a post on your blog with tips on pairing the leather jacket with the right accessories.<\/p>\n<p>This might not immediately land you a new sale, but it\u2019s a great way to build a better relationship with your customers.<\/p>\n<p><strong>4. Use the right design and copy<\/strong><\/p>\n<p>This is the final piece in the email marketing puzzle. All your best targeted offers and personalization can\u2019t work if you don\u2019t back them up with good copy and design.<\/p>\n<p>Here are a few things you need to get right in your design and copy:<\/p>\n<p><strong>Make sure your emails look good on mobiles<\/strong><\/p>\n<p>Take a look at this email from Myntra, an app-only clothing store:<\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6674\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/myntra-email.jpg\" alt=\"ecommerce emails optimized for mobile devices\" width=\"628\" height=\"352\" \/><\/div>\n<p>Notice how the email is just wide-enough to fit on smaller screens.<\/p>\n<p>Although most stores are already using responsive emails, there is a strong case to be made for using separate designs for mobile and desktop users. After all, with 30% of all <a href=\"https:\/\/www.invespcro.com\/blog\/mobile-commerce-statistics\/\">US e-commerce sales coming from mobile<\/a>, you want to make sure that your emails look good on every device.<\/p>\n<p>Besides responsive or device-specific design, a few other design touches you need to keep in mind are:<\/p>\n<ul>\n<li>Use large, tappable buttons. Text-only links can be hard to press on mobile screens.<\/li>\n<li>Make better use of above-the-fold content. Your best offers should be visible without scrolling on both desktops and mobile.<\/li>\n<li>For mobile users, prioritize linking out to mobile-first social networks such as Instagram or Snapchat.<\/li>\n<\/ul>\n<p><strong>Educate customers on avoiding the spam\/promotions box<\/strong><\/p>\n<p>With Gmail\u2019s tabbed inbox, there\u2019s a very real danger of landing in the \u2018Promotions\u2019 tab, or worse, the spam box.<\/p>\n<p>Dedicating an email to educating customers how to avoid the promotions tab should be a part of every email marketing campaign.<\/p>\n<p>For example, MrPorter sends out this email to all new subscribers on Gmail:<\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6672\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/mrporter-email.jpg\" alt=\"ecommerce new subscriber email\" width=\"461\" height=\"490\" \/><\/div>\n<p>You can send this message as part of your welcome email as well.<\/p>\n<p>A small step like this can help more of your emails land in the inbox.<\/p>\n<p><strong>Fine-tune email copy<\/strong><\/p>\n<p>E-commerce emails tend to be visual heavy with little emphasis on copy. That said, using friction words or dull copy can still have a strong impact on conversion rates.<\/p>\n<p>Before you send your first email, create a tone and style template based on your brand values. Whether you\u2019re fun, quirky, serious, or classy should come across clearly in your offers and product descriptions.<\/p>\n<p>For example, Huckberry\u2019s welcome email clearly establishes the brand\u2019s tone &#8211; intimate, personal and conversational:<\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6682\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/email-content.jpg\" alt=\"ecommerc email copy\" width=\"480\" height=\"600\" \/><\/div>\n<p>Here\u2019s another example of how Kate Spade tackles Gmail\u2019s Promotions tab issue with copy that matches the Kate Spade brand:<\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6670\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/kate-spade-email.jpg\" alt=\"ecommerce promotional email\" width=\"534\" height=\"756\" \/><\/div>\n<p>These little things go a long way towards establishing your brand and getting you more conversions.<\/p>\n<p><strong>Conclusion<\/strong><\/p>\n<p>Creating e-commerce emails that actually work is hard. Not only do you have to fight for limited inbox space, you also have to battle the ever-present threat of landing in the spam box.<\/p>\n<p>However, by following a handful of principles outlined above, you can get more people to open and click-through your emails.<\/p>\n<p><strong>Key Takeaways<\/strong><\/p>\n<ul>\n<li>Focus on the basics: create a compelling subject line, use personalization, and visual content.<\/li>\n<li>Align your emails with your reader expectations.<\/li>\n<li>Use persuasion principles such as scarcity, authority, social proof, etc. in your emails.<\/li>\n<li>Focus your emails on helping customers make better <a href=\"https:\/\/www.invespcro.com\/blog\/social-media-influences-purchase-decisions\/\">buying decisions<\/a><\/li>\n<li>Use mobile-optimized emails along and better copy.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 10<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Social media, SEO, PPC &#8211; there are so many channels to channels to reach your customers, but of all these, email remains the most effective. According to HubSpot, email drives 2.53% of all e-commerce sales. Social, in contrast, amounts to just 0.22%. Email also converts much better than nearly every other channel. According to Monetate\u2019s [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":6686,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36,11],"tags":[85,460,108,87,328],"class_list":["post-6659","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","category-ecommerce","tag-beginner","tag-ecommerce-emails","tag-email-marketing","tag-general","tag-how-to"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/6659","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=6659"}],"version-history":[{"count":0,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/6659\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/6686"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=6659"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=6659"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=6659"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}